Ethics and Values in Business Management - Assignment Example

? MARKETING MANAGEMENT, ADVERTISING AND SELLING al Affiliation) Question Introduction An individual’s moral judgment about right or wrong is subject to external influence. Individuals may make decisions within an entity, being influenced by the culture of the company. The seven step procedure undertaken in decision-making greatly relies on the availability of information. It is argued that the more information that’s available, the easier it is to make rational decisions. Three approaches namely; Utilitarian, Kantian, and Justice Approaches have been used to clearly define the approaches to decision making (Batabyal, 2006). Discussion A utilitarian approach holds that the morally right course of action is the one that produces the greatest balance of benefits over harms in any situation for everyone affected. Utilitarianism aims at producing benefits regardless of whether they were arrived at by lies, coercion or manipulation. This approach argues that; individuals ought to do whatever produces more total happiness than doing anything else would. This means that the morally right action is the one that will most likely maximize utility. ‘The highest good is the good will.’ This is the Kantian approach argument which states that to act from a good will is to act from duty. An action is made good by the intentions behind it rather than the consequences. Motives of self-interest cannot contaminate truly moral actions since an action is truly moral only if it is morally motivated. The major assumption of this approach is that actions that enhance the bottom line are acts of self-interest (this is well illustrated from Hugo’s case). Aristotle and other Greek philosophers came up with the Justice/ Fairness Approach to ethics which states that; ‘equals should be treated equally and un equals unequally’. The moral question in this approach is: How fair is an action? Is favouritism and discrimination exhibited? Favouritism places benefits to some individuals with no justifiable reason for singling them out whereas discrimination imposes burdens on individuals who are in all aspects equal to those on whom the burdens are not placed. These two aspects of bias are unjust and wrong (Langwith, 2008). The ability to make distinctions between competing choices is crucial in making ethical choices (Kotler, and Keller, 2009). The seven step decision making model is useful in making better decisions. Every decision making model applied begin with identifying the problem that requires a decision making process to be established. The seven step decision making model, developed by Rick Roberts, is detail oriented and it is preferred to have as much knowledge as possible concerning the decision. Hugo, an assistant brand manager for a floor cleaning system, has for a long time been disturbed by the marketing practices in the company that promulgate the physical attractiveness phenomenon. From Hugo’s case, there are various ethical issues that require a decision making process be established and the possible courses of action undertaken. The ethical issues that this case presents are clear. Identifying these ethical issues being the first step of the decision making process, this case is a clear indication of favouritism and discrimination according to the justice approach to decision making. The marketing practices used in this case promulgate the physical attractiveness phenomenon. Appearance of the company’s products is being depicted through physical attractiveness to serve as an informational cue from which extensive information of the products is inferred. This triggers assumptions causing powerful effects that are beneficial for individuals whose appearance is higher in physical attractiveness and detrimental for individuals whose appearance is lower in physical attractiveness. According to the utilitarian approach, this course of action produces maximum benefits for the company at large. This case continues to argue that it is financially advantageous to use physically unattractive spokespersons when marketing mundane products. This means that, it does not matter the lines of action undertaken to market the cleaning products. What matters most is the financial benefits that the company reaps from its products (Paliwal, 2006). The next step in a procedural decision making process involves the decision maker knowing his interests and skills in arriving at a rational decision. It is evident from the case that Hugo aspires to be the brand manager for the floor cleaning system. This means that he may be working to achieve his self interests. This self interest can be a great setback to an effective decision making process. The intentions behind Hugo’s actions are not from a good will. Instead they are from self interest which according to Kant is not right. His actions are not morally motivated. If his actions were of true moral interest, they would not be contaminated by motives of self interest (Gavai, 2010). There is no justification as to why he is bothered by Anja’s marketing plan that involves spokespersons who are physically unattractive. On the other hand, Hugo who is a marketing graduate from Oxford Brookes University is well equipped with marketing skills. This means that his decisions are not only from self interest but are well thought of according to his educational background. Being skilled means that the decision making process may after all be based on rational ideas and strengths which might overcome self interests. Exploration of the options available is the next step in a decision making process. The big question in this step is; is the information acquired helpful or not? Information may be adequate but is still faced with the huge question as to whether it is helpful in decision making. Hugo had reviewed over 1,000 scientific studies pertaining to ‘the physical attractiveness phenomenon.’ This provided ample documentation indicating discrimination that is powerful, subtle, and pervasive. The bottom line of the documentation being that attractive people are valued more by society than are those who are unattractive; it was evident that this information would not be helpful at all in the decision making process. This information is in line with the company’s view to financial benefits which are earned through the use of less attractive individuals to market cleaning products. So, if the company is making profits, it does not really matter the course of action. What matters most is that maximum benefits are being achieved (utilitarianism). After all options have been explored, an effective decision making process should develop the options in a way as to make a list of actions to be taken to accomplish the process’ objectives. Various courses of action can be undertaken to mitigate this kind of discrimination which according to the justice approach is a vice. The justice approach argues that everything is done with some goal in mind and that goal is always good. The ultimate goal of the company is to reap maximum financial benefits from its products which are ‘the highest good: happiness’ of the company. The company though is not fair in its actions. Someone may ask himself or herself: How fair is an action? In relation to this company, its actions are not fair since there is discrimination between the less physically attractive and the more physically attractive. The possible courses of action identified in this case include boycotts and lawsuits. The fairness approach continues to argue that everybody needs to be treated equally. The major setback for selecting these options will be; there is a low percentage that everyone will be treated equally, determining what would be considered fair or unfair, and agreeing the standard which the ethical research will take. Consequences that would follow the set list of actions should be taken into consideration. The options should not violate any core ethical values. From the list of possible actions, it is clear that boycotting the company’s operations is not professionally right and unethical by all means. Lawsuits on the other hand can extend the company’s expenses budget. Hugo would seemingly be acting on betrayal by filing a lawsuit for the company he works for. Utilitarianism has a moral reasoning that influences our daily decisions. It is evident that the courses of action are based on positive motives which are to bring equality among all individuals (justice approach). Why do we have moral duty to perform some action? According to the utilitarian approach, we feel that we have a moral duty to perform some action since we always point to the good that accompanies the action or the harm that it prevents (Sanjeev, and Khanna, 2008). After a consideration of the consequences brought about by the possible set of action, a decision is made on the best choice of action. Hugo may decide to file a lawsuit against the company for unfair treatment of the less physically attractive individuals who are used to market mundane products. Using the utilitarianism straightforward method for deciding the morally right course of action, Hugo should file a lawsuit to ensure that equality is achieved in the company (fairness approach). This would be the best course of action that provides the greatest benefits after the costs have been taken into account. Ethical decision makers monitor the effects of their choices. This is the last step in the procedural decision making process. Hugo should evaluate if equality is achieved in the long run. The less physically attractive should have equal access to education and employment opportunities. The differences between the more physically attractive and the less physically attractive should dissolve and this would in turn boost their self-esteem, social skills and reduce associated medical conditions. If this is not the case, or if the decision is causing unintended and undesirable results, Hugo should re-assess the situation and make new decisions (Sheehan, 2011). Question 2 Challenges encountered in the application of ethical theory to make the decision. The challenges encountered are vast. This is due to the fact that the ethical theories tend to contradict each other. Aristotle concludes that happiness could not be found only in pleasure or fame but by ascertaining the specific function of man (Callinicos, 2000). The functions of human is to do what makes it human and be good at what sets it apart from everything else. The Kantian formulation two approach to decision making argues that human beings have free will and are able to act from laws which are required by reason. He believed that human beings have dignity. Therefore, one human being cannot use another simply to satisfy his or her own interests. The utilitarian approach continues to argue that the greatest good is for the greatest number (Frederick, 1999). Reasoning with the utilitarian approach, the greatest good is for the greatest number, means that the course of action is ignored and what is important is the benefit achieved from human actions. This means ignoring cases of favouritism and discrimination which are advocated by Aristotle. In Hugo’s case, the best of the company is that financial benefits are met which is an advantage but on the other hand, discrimination is rampant between the less physically attractive and the more physically attractive. According to Aristotle, pleasure is not achieved due to the adverse effects of discrimination such as; adverse medical conditions, lack of employment opportunities, and lack of education for the affected. This means that the utilitarian approach is in great conflict with the justice approach. The Kantian approach argues that human beings have dignity and one human being cannot use another to satisfy his or her own interests. This contradicts the fact that the company is using the less physically attractive as a marketing strategy. According to the Utilitarian approach, the greatest good being for the greatest number, it ignores the fact that the less physically attractive are greatly disadvantaged and equality is being ignored (Moon, 2001). Having understood the ethical theories, arguing a defensible decision is based on rational and well thought of ideas fully backed by appropriate fundamentals that aims at promoting ethical behaviour. The decision to ethical behaviour is promulgated from the ‘Golden rule’ that states; treat others the way you want to be treated and keep your promises (Roe, 1990). Question 3 Ethical reasoning is greatly influenced by the different scenarios that individuals find themselves in. It also depends on the various situations and the intensity of the decision that is being demanded. The different arenas in which ethical reasoning requires different decision making include; choices made as an employee, choices of organizational policy and procedures, and the choices which different economic and social systems seem to offer (Josephson, 2002). The choices to be made as an employee are governed by one question. Would an individual make a choice that makes sense to him/her or the way someone else tells him/her to do it? The best way to view decision making as an employee is to take every mistake as a learning process (Moloney, 2009). This promotes growth and is quite empowering to the employee. In an empowerment culture, taking reasonable, measured risks should be encouraged as the decision making shifts down the line toward employees. By having others in mind when making decisions, not only will the Golden rule be obeyed, decision making process will be rational and benefits of good decisions will be for the greatest number (Bazerman, 2002). Choices of organizational policy and procedures require rational decision making. For effective decision making, individuals should surround themselves with the best people, delegate authority, and not to interfere with the choices made as long as the policy and procedures decided upon are being carried out. A policy, which is the direct connection between a company’s vision and it daily operations, requires a well structured decision making process. Procedures are step by step instructions which prescribe an exact sequence of action. Policies and procedures empower a process by ensuring a clear and concise direction necessary for consistent operation (Fitzgerald, 2002). Choices which different economic and social systems require are of great influence to the success of operations. Ethical reasoning is crucial in the sense that decisions made should have maximum benefit to everyone in the operations of daily activities and the welfare at large Bibliography Batabyal, A. A. 2006. Stochastic models of decision making in arranged marriages. Lanham, Md.: University Press of America. Bazerman, M. H. 2002. Judgment in managerial decision making 5th ed.. New York: Wiley. Callinicos, A. 2000. Equality. Cambridge, UK: Polity Press ;. Fitzgerald, S. P. 2002. Decision making. 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